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All Journal Jurnal Riset Rumpun Seni, Desain dan Media (JURRSENDEM) Jurnal Cendekia Ilmiah
Gracia Zephaniah
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Arts Humanities Social Sciences

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Pemanfaatan Instagram @whatisupindonesia dalam Membangun Kesadaran Politik Generasi Z Gracia Zephaniah; Suparman Suparman; Amiruddin Saleh; Rici Tri Harpin Pranata
J-CEKI : Jurnal Cendekia Ilmiah Vol. 4 No. 2: Februari 2025
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v4i2.6653

Abstract

Development of digital technology has significantly changed how young generations, especially generation Z, access political information. This study aims to analyze utilization of the Instagram account @whatisupindonesia as a means to enhance political awareness among generation Z. Methods used in this research include content analysis and interviews with relevant informants. Results indicate that content posted by this account successfully captures attention of young audiences and encourages them to participate more actively in political discussions. Use of visual elements and a casual language style in presenting political information makes complex issues easier to understand. Research concludes that social media, particularly Instagram, can serve as an effective tool for building political awareness among generation Z. Involvement of generation Z in broader political processes can be improved through engaging and relevant content strategies. It is essential for social media account managers to continuously develop innovative approaches to convey political information to generation Z in the future.
Strategic Bricolage dalam Komunikasi Pemasaran Digital Musicverse untuk Membangun Keterlibatan Audiens Gracia Zephaniah; Suparman Suparman
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9301

Abstract

This study analyzes the planning and implementation of digital marketing communication strategies by TSP & Co. through the Musicverse program in building audience engagement. The post-pandemic growth of Indonesia's music festival industry has intensified competition among promoters, reflected in 187 festival events in Jakarta throughout 2025 and a 3,872% audience growth by TSP & Co. over the past decade. Using a descriptive qualitative approach, data were collected through observation and in-depth interviews with internal members of TSP & Co. Findings show that Musicverse's planning follows a strategic bricolage pattern, building strategy from available resources and emerging opportunities rather than a rigid IMC framework. Implementation relies on implicit coordination without formal standard operating procedures, sustained through shared understanding across divisions and leadership-driven integration. Platform differentiation emerges as a critical element, with Instagram serving as the brand's official face and TikTok as a space for content exploration. The TSP Squad community network proves strategically vital in regional expansion outside Java, functioning as a local knowledge bridge, trust network, and organic crisis buffer. This study suggests community-based marketing as a sustainable model for building audience loyalty in adaptive creative organizations through flexible IMC coordination.
Co-Authors Amiruddin Saleh Rici Tri Harpin Pranata suparman suparman